The relevance of radio broadcast advertising in the current economy is the focus in this edition of the Business Day Spotlight.GH Media is a newly formed media solutions company that specialises in broadcast advertising. It forms the commercial division of the group that owns and operates Gagasi FM in KwaZulu-Natal and Cape Town’s Heart FM.
Over the past decade, traditional media platforms — television, radio and print — have seen a steady decline in advertising revenues due to reduced ad spend by some organisations, as well as digital players such as Facebook and Google taking a larger piece of the overall advertising pie globally.Despite this, Zondi, a former MD of Gagasi FM, says radio advertising is still relevant in a post-Covid-19 economy because of the overall resilience of the medium as a whole.
Zondi says GH Media has carved out space for itself in the market by being highly in tune with the black and coloured audiences of KZN and the Western Cape. The company uses research, surveys and proprietary-first party data, to offer targeting and mass market advertising solutions. Topics of discussion include: GH Media’s business model; the relevance of radio as a communication channel in 2021; the power of having Gagasi FM — the largest regional radio station in SA — and Heart FM in their stable; the future of effective brand advertising in the post-pandemic world; what growing competition from digital channels like social media has meant for radio; and an outlook for the sector.
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